Heighten consumer perceptions and need for McAfee.

Vision
Increase the perceived urgency for computer/Internet security by reaching all computer owners with a time-sensitive message regarding viruses as they occur.

Execution
“Sudden Impact” campaign created with special :60 radio spots to air adjacent to Hi-Tech Reports on CBS Radio, providing an authoritative and credible environment for the message. Schedule was created to air one spot every hour 24/7 in top 10 markets across the United States, put into motion within hours of new virus outbreaks.

Results
Campaign set McAfee apart as the leader in anti-virus software, ready with the antidote to viruses sooner than any competitor. The immediacy of the campaign drove sales after virus outbreaks to levels significantly higher than prior to the media campaign.